Introduction
Have you ever wondered why your search results seem increasingly "intelligent" lately? The answer can be summed up in three letters: LLM.
And this is not a marginal trend! According to a Semrush study (2023), 76% of marketing specialists stated that AI had an impact on their SEO strategy in 2023 (Source: "State of SEO 2023" Report by Search Engine Journal). Let's explore together how these models are transforming SEO and what strategies to adopt to face them.
The rise of LLMs and their integration into search engines
Do you remember the time when you had to include exactly the right keywords to appear in search results? That era is over!
Web search giants have not remained indifferent to the rise of advanced language models. Google with its Search Generative Experience (SGE), Bing with its integration of ChatGPT, all are investing massively in AI to improve their services. This evolution marks a decisive turning point: search engines are becoming more intelligent, more contextual, and more conversational.
Besides, did you know that Google made 10 major algorithm updates in 2023, several of which were related to AI (Source: "Google Algorithm Updates in 2023" Report by Moz).
From GPT-4 to Gemini: models that redefine semantic search
The advent of models like GPT-4, Gemini, and MUM (Multitask Unified Model) from Google has considerably improved the ability of search engines to grasp complex semantic nuances. These systems no longer just analyze isolated keywords, but truly understand the meaning of queries and content, their contextual relationships, and the intentions behind them.
Sites using semantic optimization saw an average increase of 23.5% in their organic traffic in 2023 (Source: "Impact of Semantic SEO" Study by SEMrush, 2023).
From keyword to intent: a paradigm shift
We are witnessing a fundamental shift from traditional SEO, primarily based on the density and strategic placement of keywords, to an approach centered on search intent and contextual relevance. LLMs allow engines to understand what the user is really looking for, even when their query is ambiguous or poorly formulated.
Take the example of a search like "best coffee near me open now." Before LLMs, algorithms would have simply looked for these keywords in content. Today, they understand that this is a local search, with an immediate purchase intent, and take into account the time of day to offer relevant results.
Understanding intent as a key factor
Thanks to LLMs, search engines now interpret the intention behind a query with unparalleled precision. For example, they can distinguish whether a user searching for "apple" is interested in the fruit or the technology company, by analyzing the global context of the search and browsing history.
And it works! Google's accuracy in understanding search intent increased from 82% to 94% between 2021 and 2023 (Source: "Google's Search Quality Raters Guidelines Analysis" Study by Search Engine Land, 2023).
The reign of semantics and context
Semantics (the meaning of words) and context (the relationships between concepts) become priority ranking factors. Content that demonstrates a deep understanding of a subject and addresses its multiple facets is now favored over texts simply stuffed with keywords.
Content that treats a subject holistically can now rank for queries it doesn't even explicitly mention! That's the magic of LLMs applied to search engine optimization.
The main changes in SEO algorithms due to LLMs
How is your site evaluated in this new paradigm? Let's break down the main changes together.
The transformations brought by LLMs to search engine algorithms are profound and multidimensional, affecting all aspects of traditional SEO strategy.
Advanced understanding of natural language
LLMs have radically improved the ability of search engines to interpret human language in all its complexity. Conversational queries, long and detailed questions, and even imprecise formulations are now better understood.
This evolution favors naturally written content that precisely answers users' questions rather than focusing on specific keywords. According to a BrightEdge study, Voice and conversational searches increased by 55% between 2021 and 2023 (Source: "Voice Search Statistics" Report by BrightLocal, 2023), reflecting this new way of interacting with search engines.
Generation of direct answers and impact on organic traffic
One of the most visible consequences of LLM integration is the increase in searches where the user gets their answer directly in the results, without having to click on a site. Google now answers many questions directly in the SERPs (search engine results pages), which significantly impacts the organic traffic of certain sites.
In 2023, 49% of searches on Google ended without a click (Source: "Zero-Click Searches" Study by SparkToro, 2023). This is a considerable change that forces sites to rethink their content strategy.
Evolution of SERPS and new SEO opportunities
Search engine results pages have been considerably enriched, now offering enhanced snippets, contextual answers, and even AI-generated interactive experiences. These new formats create opportunities for sites that adapt their content to be selected for these privileged highlights.
However, beware: occupying these privileged spaces is no small feat! About 12.3% of Google search results contain a featured snippet in 2023 (Source: "SERP Features" Study by Ahrefs, 2023)
Reinforcing the fight against low-quality content
LLMs have considerably strengthened the ability of engines to identify low-quality, redundant, or automatically generated content without added value. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) takes on capital importance, favoring content created by recognized experts and reliable sources.
About 25% of sites saw a traffic decrease following Google's "helpful content" updates in 2023 (Source: "Impact of Google's Helpful Content Update" Analysis by SEMrush, 2023)
How to adapt your SEO strategy to this new era?
In the face of these profound transformations, how do you stay in the race? Here are the strategies that really work in 2025.
In the face of these profound transformations, businesses and SEO experts must review their approaches and adopt new practices to remain competitive. Our SEO agency based in Geneva has developed specific methodologies to take advantage of these evolutions.
Optimizing your content for AI
To thrive in the LLM era, your content must be intelligently structured, with a clear architecture that facilitates understanding by machines. Prioritize:
- A hierarchical structure with explicit titles and subtitles
- Direct and precise answers to your audience's questions
- Semantic richness with the use of related terms and natural variations
- In-depth content that covers a topic from different angles
And don't hesitate to draw inspiration from your successful competitors! Pages ranked in the top 3 search results use on average 53% more semantically related terms than those beyond the 10th position (Source: "Content Relevance and Rankings" Study by Searchmetrics, 2023).
Prioritizing user experience (UX)
Users' behavioral signals considerably influence ranking in search engines equipped with LLMs. To improve these metrics:
- Create engaging content that encourages users to stay on your site
- Optimize loading times and mobile navigation
- Offer an airy and pleasant-to-read layout
- Facilitate interaction with your content via forms, calculators, or questionnaires
Do you doubt the importance of these factors? Each additional second of loading time leads to a 9.6% increase in bounce rate on mobile (Source: "Page Speed and User Experience" Study by Google, 2023). In a world where LLMs evaluate user experience, these figures are more significant than ever.
Strengthening your authority and credibility
In a world where LLMs can better evaluate the quality and reliability of content, authority becomes paramount:
- Obtain quality backlinks from recognized sites in your domain
- Cite your sources and rely on reliable references
- Highlight the expertise of authors and their qualifications
- Build a coherent and expert presence on your theme
A telling example? Healthline saw its organic traffic increase by 49% over a 12-month period by emphasizing medical expertise and scientific references (Source: Healthline case study by Similarweb, 2023).
Optimizing presence in new serp features
To take advantage of new presentation formats in search engines:
- Structure your content to respond to featured snippets (clear definitions, bullet points, tables)
- Integrate FAQ sections that precisely answer frequent questions
- Enrich your content with videos, images, and infographics
- Use schema.org markup to help engines understand the context of your content
HubSpot recorded a 28% increase in its organic traffic after optimizing its content for featured snippets (Source: HubSpot case study published in the "Content Marketing ROI Report" by Content Marketing Institute, 2023), by including clear definitions at the beginning of its articles and restructuring its guides into question-answer formats.
Conclusion and perspectives
The advent of LLMs marks a major turning point in the evolution of SEO algorithms, fundamentally redefining the relationship between search engines, content creators, and users. The sites that will thrive in this new era will be those that know how to adapt their SEO strategy to this increasingly sophisticated artificial intelligence.
Feeling overwhelmed by these changes? Don't be left behind! Contact our experts today to conduct an audit of your search engine optimization and discover how to optimize your SEO in this new era dominated by artificial intelligence.
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